For Happy Online Customers, Amazon Remains King

In the brick-and-mortar world, customer service often gets noticeably warmer as the business gets smaller: think mom-and-pop diner versus franchise outfit. But on the internet, it seems, the biggest is also the best.

ForeSee has been polling online shoppers for customer satisfaction sentiment since 2005, and this year Amazon scored the highest rating of any company since the survey was established; it was also the second consecutive year that Amazon came out on top.

The company’s satisfaction rating of 88/100 was three points better than the next best performer L.L. Bean , which scored 85. Of the 15 biggest e-commerce companies as listed by Internet Retailer in its annual Top 500, only Amazon scored above 80. The average for all retailers was 78.